Jordan’s Furniture Opens Agency Search

BOSTON Regional retail institution Jordan’s Furniture, long famous for its humorous and self-deprecating TV campaigns, is seeking an outside ad agency for the first time in its 76-year history, according to a request for proposals obtained by Adweek.

Avon, Mass.-based Jordan’s this week issued RFPs in an effort to find a shop to handle the creative portion of its account, according to a copy of the three-page document.

Jordan’s last year spent about $7 million on ads and $5 million through October, per Nielsen Monitor-Plus. The company operates four stores in Avon, Natick and Reading, Mass., and Nashua, N.H.

The RFP is being sent to more than a dozen mainly New England-based agencies, sources said. A client representative could not immediately be reached for comment.

“The agency of choice will [outline] an overall marketing strategy, incorporating the necessary media for Jordan’s to dominate the furniture category in the marketplace,” according to the RFP. “With a very competitive and fractioned furniture category in the Boston market, it is essential that Jordan’s Furniture commercials are strong, clever and consistent. Simply put, Jordan’s needs a ‘style’ and a ‘look’ for their entire marketing strategy, beginning with TV.”

For three decades, Jordan’s has relied mainly on low-budget commercials starring former owners Barry and Eliot Tatelman.

The RFP states that the winning shop will work directly with Barry Tatelman, but that the “degree of presence [of the brothers] within the ads will depend on the creative concepts.”

In November 1999, Berkshire Hathaway acquired Jordan’s, but Barry and Eliot Tatelman have continued as CEO and president, respectively. Jordan’s was fouded in 1928 by the Tatelman brothers’ grandfather, Samuel.

Agency meetings are being scheduled during the first three weeks of January. The RFP does not provide a decision date.